Working in Human Resources gives you a completely different view of the value of a good branding strategy. While everyone is focused on product development and sales increase, the management often underestimates the importance to get qualified employees. Especially in times of a labor bottleneck it is important to have a look on the employer branding strategy. The war for talents is already ongoing and the companies need to present them more attractive on the job market than their competitors.
Content is more than just a job posting.
One of the most important parts of a successful content strategy is the commitment of the management. It is much easier to work out new projects if you already have the support of the management. A content strategy lifecycle is applicable in nearly all units of a company. In regards of Employer Branding I recommend a strong collaboration between Human Resources, Marketing and Corporate Communications. There are just four steps you have to follow continually to get a successful content strategy: analyze, collect, manage and deliver.
The first step is to analyze the current awareness of the company, both internally and externally. What do the employees think about their employer? What do they tell their neighbors about their work? How does the company appeal to potential applicants? It is important to know your target group and how to address them. Therefore, a well-researched analysis is required before you develop a new strategy. This includes also the determination of the budget.
In this phase, the aim is to collect content for use within the framework you have set up in the analysis phase. This includes the design as well as the development of content. Regarding the employer branding strategy, you have to clarify how you want to address your future talents, which vocabulary or grammar do you want do use? Where do you want to place which type of media? While Generation X might prefer a more formal approach regarding recruiting, generation Y might react on informal channels like WhatsApp or Instagram.
Now that we have figured out what we want to publish we have to manage the use of content efficiently. Bigger companies already use software to automate the management of content which helps several people to work on the same project. One example for employer branding is to publish job postings before and after recruiting fairs. The recruiting campaign can be enriched with additional postings in social media and print ads.
The delivery phase is the last phase of the content strategy lifecycle and already the beginning of a new one. After content is published there are multiple ways to re-use and track it. If it will be re-used a concept to build on the existing strategy needs to be defined If the content is not necessary anymore a way to archive or delete it has to be figured out. Applied to employer branding one example could be when an application lead to a hire you can use the successful hiring for a re-post.
After working on these four stages it is easy to develop a successful content strategy for employer branding. It is important to know that this is an ongoing process and every stage has to be reviewed and adapted continually. If you know what your target group wants to get informed about and how you can deliver it, you have good chances to win the war for talents. Read more about the content strategy lifecyle at Lexe’s blog.
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